Meet the typical Amazon customer, a college-educated married woman in the Southeast earning $80,000
Amazon has 1,285 facilities in the US and employs more than 1.5 million people around the world.
Eight in 10 US shoppers are Amazon customers, and they place an average of 74 orders per year.
Amazon's average customer is a white woman in the Southeast who earns more than $80,000 per year.
Amazon sells stuff online. Maybe you've heard of it.
The ecommerce giant is the second-largest retailer in the world, making net product sales of $242.9 billion in 2022.
Amazon, founded in Seattle in 1994, has an estimated 1,285 distribution centers, fulfillment centers and other facilities in the US, with another 1,088 in other countries around the world, according to MWPVL , a supply chain consulting firm. The retailer has an employee headcount of 1.5 million around the world, and 1 out of 153 American workers works for Amazon.
Meanwhile, eight out of 10 US shoppers are Amazon customers, according to data from the analytics firm Numerator prepared for Insider.
Numerator found that Amazon's typical shopper is a college-educated, white married woman, and split across two age brackets: 35 to 44 and 55 to 64. She typically lives in the Southeast, does not have children, and earns more than $80,000 per year.
Amazon has the third-highest customer loyalty after Walmart and Target among the major brands surveyed, with nearly 89% of its 2021 shoppers returning in 2022.
At the same time, the ecommerce giant added far fewer new customers than it lost by a ratio of nearly five lapsed customers for each new one last year.
The typical customer orders just one or two items per transaction, but she makes a comparatively high number of transactions per year, with 83 orders at an annual cost of $2,969, Numerator found.
About 9% of her spending takes place at Amazon — slightly less than what she spends at Walmart, the world's largest retailer. Amazon customers are also highly likely to compare prices on Amazon, even when shopping elsewhere.
Their favorite product categories on Amazon are cell phone accessories, cases, and chargers, as well as medical supplies and small kitchen appliances. They tend to buy Amazon's in-house labels, and their favorite name brands are Disney, Hanes, Kraft, and Apple.
Read more of our typical shopper profiles:
Walmart: A 59-year-old white suburban woman earning $80,000 a year
Costco: A 39-year-old Asian American woman earning more than $125,000 a year
Target: A millennial suburban mom with a household income of $80,000
Whole Foods: A highly educated West Coast millennial woman earning $80,000
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